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Animal Defenders International

Vision Express ends use of wild animals in advertising

Posted: 23 November 2012. Updated: 9 March 2015

Vision Express has agreed with ADI to introduce an ethical policy on animal use and will no longer feature wild or exotic animals in their advertising.

The decision follows discussions with ADI about the use of performing wild animals, after Vision Express featured a monkey, owned by performing animal supplier Amazing Animals, in a TV advertising campaign. Evidence presented to Vision Express included undercover video evidence collected by ADI investigators at Amazing Animals.

Tim Phillips, ADI Campaigns Director, who met with the Vision Express team said: “We are delighted with this responsible decision by Vision Express after listening to the concerns of ADI and our supporters. Companies can be persuaded that the use of performing wild animals is harmless fun, but it is no fun for the animals. Our investigations and video evidence reveal how the living conditions and behind-the-scenes suffering during training are the issues that companies need to consider.

ADI is urging other companies to follow Vision Express and make a commitment not to use exotic animals in advertising. Since animals are rarely integral to these products, it is risky to alienate potential customers concerned about animals.

Statement from Vision Express: Animals in advertising

Vision Express has reviewed its policy regarding the use of animals in advertising after Animal Defenders International (ADI) and others raised concerns over the use of a monkey in a recent television advertisement.

Like many companies, Vision Express was directed by and put their trust in a creative advertising agency on this matter. Clearly the wider ethical concerns were not comprehensively addressed by the agency.

Whilst Vision Express took all reasonable steps to ensure that the monkey in question was not mistreated in any way during the filming of the advert, they understand it is not possible to state with certainty how such animals have been trained over their lifetime or, importantly, the long-term experiences and care of such animals in captivity.

Vision Express includes customer feedback as part of their review process and have applied the insight provided by ADI in regard to this matter. As a result Vision Express has made the decision to no longer feature any wild or exotic animals in advertising.

Animal Practice Cancelled: NBC show Animal Practice, which featured a performing capuchin monkey from Birds & Animals Unlimited was cancelled in November as viewing figures declined. Crystal was dressed up in human clothes and used extensively to promote the show.